Visit Wales

Welsh Government

Challenge

To reach core audiences at key seasonal times in order to inspire and influence people to holiday in Wales. Our target was to drive 6 million unique visitors and 500k leads by the end of the year.

Solution

We planned the media required to deliver the Visit Wales ‘Year of the Sea’ campaign which promoted specific destinations in Wales. Our target market segments were England and beyond.

The campaign was delivered at key seasonal spikes throughout the year, focusing on previous insights into when their visitors generally book a Staycation holiday.

 

Initially, the campaign launched using a substantial tactical TV campaign that broadcast across England and Ireland and was overlaid with a supporting VOD element.

Through extensive data-driven planning tools, we were able to use Visit Wales’ target audience personas to map both the London Overground and Underground stations that indexed high against each persona. This information was overlaid by the train stations that indexed well for reaching the affluent far East of England commuters and helped to inform our OOH media plan which included Waterloo, Kings Cross, Liverpool Street, Victoria and Paddington.

Targeted OOH

We implemented a targeted OOH campaign in London featuring iconic digital sites such as Waterloo motion and transvision sites at London’s mainline stations and underground that ran on and around Wales Week London.

The summer and autumn campaign were delivered through a media mix that included London large format OOH and strategic partnerships with press and online brands, running completions within special interest titles, national press and online brands such as Secret Escapes and Trip Advisor.

Results

  • 5.6 million overnight trips to Wales by GB residents, an increase of 7% compared to the previous year.
  • £817 million expenditure in Wales, a 12% increase YoY.
  • During the first 6 months, there were 430,000 trips taken in Wales by international visitors, with an expenditure of £167 million.